We all know that ads can influence what we buy. But they can also
dictate what we watch on TV — and how much of it. This turns out
to be even more true when the ad directs you toward something you
already like to watch.

PlaceIQ, a platform that offers a richer
understanding of consumer behavior for national brands,
discovered that this applied to baseball games as well. The
company partnered with Rentrak to measure how mobile ads affected
tune-in for Major League Baseball (MLB) games, specifically
targeting those who frequently watched MLB games on ESPN, TBS,
Fox Sports, and other major networks.

The targeted advertising resulted in a 24.4% increase in new MLB
viewership and an average of nine additional minutes spent
watching.

The study also shed light on previously unknown behaviors about
their target audience. For example, MLB viewers tend to skew ages
34 and up, shop at discount family stores like Costco, and dine
at fast food restaurants such as Arby's.

Check out PlaceIQ's infographic below to find out more
about the study.